Lulus
Lulus Proves the Power of Full-Funnel Marketing on Snapchat
To find greater performance efficiencies, Lulus expanded beyond lower-funnel prospecting with a full-funnel Snapchat campaign that drove powerful scale and lower acquisition costs.
"Integrating our brand and performance tactics on Snapchat has been highly successful. This coordinated approach allows us to steadily expand our unique reach while simultaneously optimizing cost efficiencies across the funnel."
- Lulus Marketing Team
Lulus Goal
Lulus sought to increase conversion efficiency while expanding its addressable audience and unlocking sustained growth on Snapchat by consolidating its high-performing lower-funnel performance marketing with increased brand-building and demand-generation tactics.
Putting the Full Funnel to the Test
Lulus partnered with Snapchat on a test designed to compare prospecting sale campaigns against campaigns that layered in increased brand awareness and retargeting tactics. To preserve a clean comparison, creatives and targeting remained consistent, promotional assets were evenly distributed across both test groups, and incrementality measurement tools were used to isolate the impact of increasing investment in upper-funnel tactics.
Maximizing Efficiency Across the Funnel
Lulus full-funnel strategy on Snapchat was a huge success. The test setup delivered a 5.07% higher incremental ROAS and a 5.07% lower incremental CPO than the prospecting-only baseline. Compound efficiencies across the journey also produced a 7.14% stronger ROAS and a 7.13% more efficient CPP.
Expanding the funnel also allowed Lulus to capture massive scale by reaching an incremental audience at a significantly reduced cost. The full-funnel configuration unlocked 53.18% lower CPMs and 24.56% lower CPCs, successfully scaling unique user reach by 90.90% at similar spend levels.
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